Jessica Schiffer on Why True and Co’s Fit Therapy Beats Measuring Tape. 

Finding a bra that actually fits is life changing, to say the least. That’s pretty much why True and Co. exists — after a particularly horrific experience shopping for a strapless bra, our founder and CEO Michelle Lam realized that band and cup size was just a part of how a bra fits.

Here, Jessica Schiffer of Who What Wear chats with Michelle about the importance of breast shape, and how we use it to help women find bras that fit better than ever before. Check out the interview to learn more about our Fit Therapy experience, the biggest trends in lingerie, and how we use data to design even better bras.